I have previously described what CRM is and how essential these platforms are for managing customer data.
Over time, many CRM systems have integrated social media channels as part of their tools and dashboards, which has led to a greater focus on the use of social CRM.
Let’s take a closer look at social CRM below.
How social CRM works
We are already familiar with CRM systems that gather all customer information (purchase history, support inquiries, customer value, etc.) to improve the management of the relationship between the customer and the company.
Now, imagine a CRM system gaining access to the company’s social media channels, which can then gather insights into the customer dynamics on these channels. This suddenly makes it possible to reach the target audience in a much more efficient way and build strong relationships.
A cohesive customer experience
When discussing social CRM, we cannot avoid omnichannel, which ensures that customers receive a consistent experience regardless of the channel they choose to interact with the company on.
Users increasingly expect an integrated experience, especially when it comes to interacting with brands across their various channels.
This is particularly relevant for customer service, as users are increasingly using social media chat functions to directly contact companies.
Through social CRM, a company can ensure a similarly satisfying experience, whether on Instagram, the website, TikTok, or any other channel.
Track customer behavior
Social CRM allows companies to monitor what is being said about their brand on social media, including users’ opinions, mentions, and overall engagement.
This feedback is valuable and can be actively used to adjust campaigns, innovate solutions, and follow up on influencer collaborations, etc.
At the same time, social CRM makes it possible to track customer behavior more precisely.
For example, it can reveal which segments click on ads, visit the company’s website, or make purchases directly via social media.
These insights contribute to a deeper understanding of the target audience and create a solid foundation for both stronger customer relationships and improved business performance.
Benefits of social CRM
Social CRM comes with a wide range of benefits for managing customer relationships.
Let’s take a look at some of them here:
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Understand the target audience’s preferences and build stronger relationships with customers.
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Offer fast and efficient customer service where customers are.
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Engage with the target audience and handle complaints in comment threads.
All in all, the integration of social media channels into CRM platforms can help ensure an integrated experience for customers with your brand, thus strengthening your position and performance.
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